Blog & Case Studies

How next-gen consoles will affect video game marketing in 2021

How next-gen consoles will affect video game marketing in 2021

Every next-gen console release is an exciting time for all members of the gaming industry. Journalists eat up the opportunity for new coverage, players anticipate the future of their hobby, and indie developers and studios dive right into the new tech. At least, that’s what we see on the surface. Beneath the obvious thrills and exhilaration of a new console release lies another aspect that benefits indie developers and publishing studios quite a bit — new video game marketing opportunities. 

game publishers versus marketing agencies for video game advertising

Game publishers versus marketing agencies for video game advertising

When you develop a video game, there are so many questions that need answering. Chief among them is how, exactly, you will market your new title. The typical route for video game advertising is through a distributing publisher, but is that always the best option? With marketing agencies offering cheaper rates, indie developers may be swayed to keep more of their profits. However, it’s not just about the upfront cost. Developers also need to consider the value of what they’re actually receiving, and that’s what we’re here to discuss. 

Are Steam Curators legit?

Are Steam Curators and content creators legit? A gaming industry expert opinion

If you’ve ever launched a game, chances are you’ve been asked this question: “Can I get a free code in exchange for a review?” — it sounds like a tempting offer, but there’s a lot that you as a developer need to consider before you start dishing out free copies of your game. Sure, there isn’t any overhead attached to a code, but are these Steam content creators really doing you any favors by not paying for their copy? 

5 ways to market video games on a budget

5 Ways to market video games on a budget (and how much it’ll cost)

There are many different facets to game development, from level design to scriptwriting and core gameplay mechanics. However, not everything developers must consider involves the physical creation of the game. Video game marketing is an incredibly pivotal piece of the development puzzle, and it’s not something a team should sit on until the project is near completion. Especially since 95% of all indie games never see a sizable profit.

Why international game developers should market to Western audiences

Why international game developers should market to Western gaming audiences

When launching a new video game, one of the last things a developer wants to do is limit its audience. International game developers can already face difficulties in bringing in sales with ample (and still growing) competition and a limited market. Diversifying the reach of a newly launched game can be crucial to increasing sales, which could mean expanding to international markets. 

Sounds like a no brainer, right? Well, marketing to a foreign audience can come with a host of different challenges, but overcoming them can result in a much bigger launch and greater motivation for follow-up releases or add-on content.

2021 Esports industry trends: The future of gaming post-pandemic

2021 Esports industry trends: the future of gaming post-pandemic

In January 2020, the first case of a new viral strain was detected in the United States. Within months, the nation watched as the number of infected grew exponentially, forcing entire industries to shutdown in attempts to prevent the spread of COVID-19. Not even the video game community was safe from the repercussions of the ill-prepared response. However, it didn’t take long for one facet of gaming to re-emerge as the esports industry quickly found its footing in a world marred by lockdowns.

How to use TikTok for video game and esports marketing

TikTok marketing for esports brands and video game creators

Launched in September 2016, TikTok has truly soared in popularity — scoring more than 1.5 billion worldwide downloads as of Q4 2019. Despite some concerns over privacy that emerged in 2020, the platform continued to thrive with upwards of 50 million daily users in the United States alone. It’s no wonder why brands have started to shift focus from other social media platforms and implement TikTok marketing, including video game developers and esports organizations.  

The importance of video game ads in marketing your game

The difference between video game ads and sponsored content

Thriving and finding success on the internet as a game studio or creator is really a complex numbers game. The goal is to reach and engage more viewers than your competition. While that’s often accomplished through natural or organic search results, it’s entirely common for outlets like yours to turn to video game ads. 

Through native advertising, such as inline ads and boosted listings, or sponsored content, like promotional blogs and videos, it can be easier to reach your target audience. But, when faced with those two options, which is best for your needs?

In this glimpse into both choices, we’ll provide insight on their functions so you can better understand:

  • How gaming publications and blogs can help promote your product or event
  • How traditional paid ads and sponsored content differ in the gaming industry
  • What promotional content looks like when implemented
  • Which gaming media outlets to consider for sponsored content
  • The pros and cons of native video game advertising and sponsored content

The role of gaming influencers in the esports industry

What a time to be alive — especially if you’re involved in any way with the esports industry. While so many other business categories went into a sharp decline at the start of the global pandemic, the online gaming industry is experiencing steady growth. Professional gamers everywhere are seeing a significant increase in viewership, and that means more revenue. With more people stuck at home and seeking to entertain themselves on more online platforms, it’s no surprise that esports streaming is on the rise.


How to market your video game with Twitch influencers

Anyone in the online gaming community knows how important Twitch has become over the last few years. As a game developer, you know better than anyone how mission critical Twitch will be to video game marketing in 2021 — and beyond. But with so much peer to peer interaction going on, how exactly can you market on Twitch? The secret to success lies in Twitch influencers.